Deterministic Data & Site Visitor Attribution Enhances B2B Marketing at Every Step
B2B marketing campaigns are largely constructed around the same framework. However, the effectiveness and insight from each stage can vary wildly. Semcasting has mirrored this framework and employs its Site Visitor Attribution technology to improve each stage of the B2B marketing process: Lead Generation & Qualification, Segmentation & Targeting, and Attribution & Follow-up.
Stage 1: Lead Generation & Qualification.
In the digital age, the basis of B2B lead generation is the corporate website. Visitors turn into viable prospects by converting on a form or by providing their email. However, this trickle of conversions doesn’t compare to the stream of visitors showing interest who still go unidentified.
Semcasting Site Visitor Attribution (SVA) is a cookie-free tool that can identify the IP address of a visitor and tie it back to a specific business or consumer. After processing the IP log, SVA can append demographic and firmographic data such as business name, domain (URL), classification (NAICS codes), revenue, and employee count.
Stage 2: Segmentation and Targeting.
Cookie-based targeting is limited in reach because the company network typically does not accept them. IP targeting using prospects qualified by SVA, however, ensures near-100% cross-device reach into a business at the rooftop level. To reach specific job titles or departments, Semcasting will apply contextual targeting and media categories for maximum impact and relevance.
Semcasting also enables cross-location and device capabilities to reach business professionals at home. Over 15 million business owners, operators, and self-employed professionals in our database have been matched to their work and household locations. An additional 13 million businesses in our database are available through geo-fencing to target business and event rooftops, modems, carriers, mobile signals, and devices connected to Wi-Fi.
Stage 3: Attribution & Follow-up.
Once campaigns are underway, it’s necessary to attribute success to specific marketing initiatives. The SVA tag used to generate leads is also used to provide deterministic marketing attribution. SVA can link a site visitor to any targeted audience, the ad-server impression, the page they visited, location, and device type. Page-level impressions can be segmented, profiled, retargeted, or used to produce look-alike audiences.
Semcasting has worked to connect the dots and augment every stage of the B2B marketing process. For more information of Semcasting's Site Visitor Attribution technology, download our product overview.
For an overview of Semcasting's B2B marketing services, read our Business Targeting industry overview.
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